Tiger Shroff launches new fitness brand ‘PROWL’

Tiger Shroff has unveiled his first active lifestyle brand, PROWL making it to the existing long list of  celebrities like Hrithik Roshan and Virat Kohli.

Jointly created and owned by Shroff and Mojostar, the brand is a joint venture between Kwan Entertainment and Dream Theatre.

This is the first brand launch for Mojostar, which has plans to create a house of lifestyle brands with celebrities.

PROWL will target young consumers having active lifestyle and are constantly on the move. It will feature clothing and accessories to fit the target consumer’s lifestyles.

PROWL is predicted open up for consumers by June 2018 and products available on all leading e-commerce platforms within Rs 1,000 – 3000 of range.

Abhishek Verma, CEO, Mojostar said, “There is a gap in the active wear market; in products for hyperactive young Indians. We find that traditional active wear brands have over specified the products, whereas the young consumers want simplified functional products that offer great style. Products that help you look amazing, are suited for multi-functional movement and are easy to maintain, is the need of this market. We are committed to providing that.”

Tiger Shroff said, “I am a part of creating this brand and it feels great to be involved with everything and at every stage. This brand is a reflection of my identity and this is how I live. I love to be active through the day, which is why I want to wear something that is stylish, looks good, and yet gives me the freedom of uninhibited movement.”

Pegged at around $7 billion in size, active wear industry has an annual growth of 18-20%. However, the space is dominated by international brands.